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Industry Retail, Distribution & Rental companies
Media Film
Market Sweden
Agency King
Director Magnus Ernerot, Alexander Brügge
Creative Director Frank Hollingworth
Art Director Jonas Yrlid, Nima Stillerud, Alexander Elers, Axel Isberg
Copywriter Pontus Thorén
Producer Olof Barr
Account Supervisor Mattias Bohlin
Editor Håkan Wärn
Production Esteban
Released December 2010

Credits & Description

Category: Corporate Image
Advertiser: ICA
Agency: KING
Production Company: ESTEBAN, Stockholm, SWEDEN
Date of First Appearance: Dec 27 2010
Creative Director: Frank Hollingworth
Copywriter: Pontus Thorén
Art Director: Axel Isberg/Nima Stillerud/Jonas Yrlid
Account Supervisor: Mattias Bohlin
Advertiser's Supervisor: Kalle Fahlin
Producer: Olof Barr
Director: Magnus Ernerot/Alexander Brügge
Editor: Håkan Wärn
Sound Design/Arrangement: Sto.pp
Post Production: Sto.pp Stockholm Post Production
Account Manager: Anna Sjöberg
Planner: Per Wilson
Director Of Photography: Carl Sundberg

English Description
ICA is the biggest grocery chain in Sweden. For ten years now they've been airing a soap opera comedy commercial one Swedish television with one new episode every other week featuring a money counting store owner and his not so smart staff. The actor playing the store owner had been smoking for some fourty years, and we thought that was just about enough. We asked him if he would concider making stop smoking his new years resolution - as his charactor and (while at it) as himself. And he would!
In the last episode of 2010 he suddenly lit a cigarette before the eyes of the Swedish people, revealed his addiction and asked the whole smoking population to make his new years resolution theirs.
The commercial had a reference to ICA on Facebook where smokers who wanted to quit could find professional help, support each other and send smoking friends a film where the store owner told them by names to quit their stupid habit.
The actor is still a non smoker, and thanks to him, the campaign and all the press it created we hope many others quit smoking too.